KIA PLUGS IN NEW BOARD TARGETING NEON

Published on August 29, 1994.

Kia Motors takes a cue from a competitor in a new outdoor board from Goldberg Moser O'Neill, San Francisco. In a play on Neon's "Hi" copy line, Kia urges consumers to say "bye" instead. There are no plans to expand the concept beyond a single board that went up earlier this month on southbound Interstate 405 in Los Angeles. "It was a great, fun idea. We presented it as an outdoor board, and they liked it," said one of the account executives at Goldberg.